Here in Brazil (and problably most of the developing world as well), piracy used to be the standard way to get console games. People would buy unblocked consoles from street merchants and then buy pirated media from them, or download the games from pirate sites.

But with the newer xbox xs series, they made it so that piracy is impossible, and people got forced to buy games from microsoft. Since most people around here don’t have much money to spend, game pass became an option to have a selection of games always at disposal for a reasonable price, so it became popular. Sadly, that’s how microsoft expanded their business to the developing countries.